Plan a discount around something that matters
Is there a special someone or something connected to your video? There was for the film Someone You Love, a documentary about the effects of the HPV virus. To celebrate the life of one of the film’s subjects, Kelly, they decided to offer the film for $1 for an entire month. It was a great way to raise awareness about both the film and the cause, as it expanded the audience by nearly 400%, while at the same time honoring someone who made a big impression on the filmmakers. The audience also chose to give back, with nearly 17% of people choosing to pay more than $1 and accounting for over half of the revenue!
Plan your release around a special event
If the content of your film complements an event that attracts a lot of attention and buzz, that may be the perfect time to release. Take advantage of a festival appearance, big interview, or any other occasion that could lead to lots of eyeballs. A great example is the feature Dude Bro Party Massacre III: They timed their release shortly before ComicCon, where they had a screening. Their sales conversion rate was 1.6% before the convention, and jumped to 4.2% on the day of the event.That’s a 2.6x boost from speaking directly to superfans!